I am a partner in a small interactive services agency
(www.rollingorange.com). In my unbiased :) opinion, we do very nice
work. We tend to get most of our business through existing contacts,
word of mouth, and good old-fashioned cold-calling. To get to the next
level, though, I'd like to expand our marketing efforts to include a
sustained public relations effort. Hiring an agency or specialist
would be ideal at some point, but I'd like to figure out how to do it
ourselves initially. (Translation: we're cheap).
Specifically, I'd like to: * Understand the fundamentals of good
public relations * Understand the best way to establish rapport
with/pitch editors. * Keys to writing effective press releases. *
Figure out how to establish members of our team as panelists/speakers
at conferences, tradeshows etc. In general, I have a fairly good grasp
on what we need to do, but would like help with the how to do it part.
Ideal answers will be informed about our business (interactive
services)and region (San Francisco Bay Area). Can you help me? |
Request for Question Clarification by
journalist-ga
on
07 Nov 2002 20:10 PST
Greetings jacobhayden! Concerning your query to understand the
fundamentals of good public relations, I discovered comprehensive
information at the Yahoo! small business web site located at
http://smallbusiness.yahoo.com/resources/business_plans/marketing_planning_guide.html?f=5.3.1
It is a marketing guide titled "5.3 - Public Relations" and gives a
wonderfully detailed overview of the PR process. It runs six pages
and I recommend you peruse the entire guide. They also offer a Web
Strategy guide and Business Planning guide at
http://smallbusiness.yahoo.com/resources/business_plans.html
I also found a software program you may consider purchasing. Located
at http://www.mplans.com/ot/pr/ If you click on the target icon near
the top right of the text box, you will be taken to text which
explains the program in more detail. The explanation states "This is
a Web book about developing marketing plans. It is included with every
boxed copy of Marketing Plan Pro. Our underlying assumption is that
you can do it. You're running a business, you're putting money on the
line, you can develop a marketing plan. First you focus on target
markets, understand needs and benefits, develop your strategy, then
your budgets, and sales forecast." The program, Marketing Plan Pro,
costs $99.95 with a premiere edition offered for $299.00. Buying the
software may be an option of interest to you.
Concerning establishing rapport with pitch editors, Entrepreneur.com
offers a well-written artlice on establishing rapprt and relationships
with buyers at http://www.entrepreneur.com/Magazines/Copy_of_MA_SegArticle/0,4453,287630----1-,00.html
Because the link keeps repeating "The page cannot be displayed," I
would like to view your site to explore your exact product/service. I
also searched "rolling orange" and your link above appeared in the
Google search returns, but the web site link still goes to that
dreaded message "The page cannot be displayed." You may want to
contact your server to ascertain if there is a problem. If you will
post in a clarification an alternate method of my viewing it, I'll
review your web site and conduct additional research in the
interactive services field for these results.
For keys to writing effective press releases, there is a wealth of
information on the Internet. PressReleaseWriting.com
(http://www.press-release-writing.com/) offers great tips and a
template for a press release. Other sites with similar PR writing
tips are:
InfoScavenger -
http://www.infoscavenger.com/prtips.htm
Dr. Randall Hansen's Guide to Writing Successful Press Releases
http://www.stetson.edu/~rhansen/prguide.html
Internet News Bureau (a few links here - all good sources of
information)
http://www.internetnewsbureau.com/tips/
There are also paid services for PR distribution such as
http://www.eworldwire.com/ Depending on the nature of your product,
you may want to hire such a service. Here is more info on who they
reach for their fee: http://www.eworldwire.com/newswire.htm Another
paid service you may want to explore is
http://www.xpresspress.com/PRnotes.html
Press release samples are available for viewing at
http://www.bly.com/Pages/pressre.html and they will give you an idea
of the contents.
Press release templates and sample are located at
http://www.morebusiness.com/templates_worksheets/press/ and
http://www.aboutpr.com/subpages/samples/press_release_template.htm
I discovered a press release sample for a company called Interactive
Services at http://www.interactiveservices.com/af/isl/news1.html and a
Google press release on their interactive services is located at
://www.google.com/press/pressrel/aol.html. You may find one of
these helpful in general terminology and form.
As to establishing members of your team as panelists/speakers at
conferences and/or tradeshows, could you clarify with a list of trade
shows and conferences by name at which you would like your team
members to speak? By you providing this list, I'll be able to
research each specific conference/tradeshow to see the method of
applying to speak there.
I look forward to your clarifications as I wish to provide you with
research specific to your needs.
SEARCH PHRASES:
fundamentals of effective public relations
establishing rapport with pitch editors
writing a press release
press release samples
press release templates
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Request for Question Clarification by
journalist-ga
on
08 Nov 2002 05:38 PST
I just checked your web page link again and this time it is loading
but the page is blank except for a thin, dark orange line on the top
and left side. Thought you'd want to know as this may definitely be a
sign of server problems.
|
Clarification of Question by
jacobhayden-ga
on
08 Nov 2002 10:56 PST
Thanks for what seems to be the start of a very thorough answer. I
haven't had a chance to check your links yet, but they look promising.
I suppose the best way to ensure good PR is to make sure people can
see our site. (Holy Schnikeys!) I just downloaded Netscape 7 and ran
into the same problem. My engineer has Netscape 6.0 + running on Mac,
Sun and PC, and it's working fine. 7.0, too. The site will work on
Internet Explorer, if you have it (I know, I know... It should--and
WILL--work on all major browsers). We'll get to the bottom of this.
While we work to resolve this issue, a little more background: Our
company's focus is on rich media (what we call "Broadcast to
Broadband") with an emphasis on Flash, streaming video and audio. Our
clients include: the Seattle Symphony, the San Francisco Symphony,
Liberate Technologies, BBC Technologies, Microsoft, H-P and Agilent,
among others.
Conferences that might be of interest to us would include: Internet
World, Streaming Media West, (though both of these have had a
depressingly low turnouts over the past couple of years), NAB, RAB,
Quicktime Live, Real Media World, anything having to do with MPEG-4,
anything having to do with Broadband, any type of wireless conference
that might have a panel about streaming video or audio, any type of
conference that has a technology/entertainment bent to it.
(Meanwhile, we have our first story idea--the challenges of creating
rich media sites that work on all browsers and platforms. We could
speak extensively on that topic.)
|
Clarification of Question by
jacobhayden-ga
on
08 Nov 2002 12:38 PST
The site is up and running now. We did a site update last week and the
new code seems to have broken Netscape 6.0 + compatibility. You may
have to clear your cache in Netscape to view it, though. Edit >
Preferences...> Advanced > Cache > [Clear Memory Cache], [Clear Disk
Cache]. Thanks for catching this.
The links you sent are useful--a good starting point. The small biz
marketing and PR fundamentals links seem particuarly informative. To
clarify the part about establshing rapport/connections with editors:
I'm looking for the best way to package and pitch a story idea; what
works best and what to avoid. Also, how does one become recognized as
a credible "source" on a specific topic. Example: every time Apple
announces a new product or strategy invariably there will be the
"reaction story" that features Tim Bajarin, an independent consultant
with a reputation for covering Apple. Not expecting that this type of
exposure would happen overnight, but want to understand that dynamic.
Ideally the person answering would have some experience in PR, but
I'll settle for some decent "how to" links. Thanks for your help!
|
Request for Question Clarification by
journalist-ga
on
09 Nov 2002 14:51 PST
Glad it's back up! I will now get to work on the rest of your answer.
I hesitated to post what I had as an answer since it was incomplete -
that's why I posted it in the Clarification section.
My background includes extensive PR work including the Internet so you
can rest assured you're in good hands here at Google Answers. :)
|
Request for Question Clarification by
journalist-ga
on
09 Nov 2002 21:08 PST
I'm being tenative with an answer because I want to be able to provide
you with all the details you require. I have located a few
conferences. Take note of the first one as the time to apply is soon
ending:
Internet World Spring/Streaming Media West 2003 - Proposal Due By:
Friday, November 22, 2002
http://www.speakerforums.com/proposal_form.asp?e_id=25
SSPI panels at NAB
http://www.sspi.org/html/panels.html
Satellites & Media Super-Session at NAB 2003
http://www.worldteleport.org/Conferences/NAB2003/NAB2003.html
MacWorld Expo 2003 (all contacts including speakers)
http://www.macworldexpo.com/macworld2003/V33/index.cvn?id=10030&p_navID=35
CALL FOR APRICOT 2003 CONFERENCE PRESENTATIONS AND TUTORIALS - Asia
Pacific Regional Internet Conference on Operational Technologies
http://cdns.twnic.net.tw/inter/Paper1.htm
Join APNIC mailing list (also shows Apricot guidelines)
http://www.apnic.net/mailing-lists/apops/archive/2002/07/msg00010.html
Satellite 2003
http://www.satellite2003.com/speaker.htm
To find these sites, I took the conference names you provided (and the
MPEG4 term) and added "2003 be a speaker" to each one. I wanted you
to have a few to peruse and to be sure I was on the right track on all
of them.
|
I have located links in the area of pitching to clients that I feel
will be of assistance to you and round out my answer. I am leaving
the clarifications in their area so as not to worry this page with
excessive text.
A very informative article titled "Pitching Creative Versus Returns"
by Adam Postman is available at
http://www.clickz.com/media/agency_strat/article.php/837871. He
speaks of the values of creative visuals and branding, and he writes
"Therefore, a large amount of an interactive agency's sales effort is
often focused on the actual medium itself and the back-end fulfillment
capabilities, rather than simply on a creative pitch that the
advertiser generally expects from traditional agencies."
From the same general site is an article regarding interactive
services by Sean Carton. Titled "Pitching And Winning Accounts" the
article is another very informative one and may be viewed at
http://www.clickz.com/article.php/814481. Down the left column of
that page (and the one above) are some more good links to marketing
strategies and customer relationships.
Inc.com has an article you may want to reference in pitches. Titled
"Add Streaming Slides to Your Audio Presentation" it lauds the
effectiveness of streaming media.
I discovered a recent seminar that has already concluded but thought
you might want to bookmark the site.
http://www.nmk.co.uk/nmk/events_diary/events.cfm?ItemID=4183
A company pitch in print from Sorceron:
http://216.239.53.100/search?q=cache:25dppZ-LDT4C:www.sorceron.com/products/cauldrondatasheet.pdf+pitching+streaming+media+sales&hl=en&ie=UTF-8
(PDF is viewable at www.sorceron.com/products/cauldrondatasheet.pdf)
Also, you may want to visit http://www.m4if.org/ and consider joining
if you are not already a member. Their site offers event information
in the left column.
Should you need further clarification in any area of your question,
please request it and I will be happy to conduct additional research.
SEARCH PHRASES:
pitching streaming media sales
MPEG4 streaming media
MPEG4 pitching
pitching streaming media sales MPEG4 |
Request for Answer Clarification by
jacobhayden-ga
on
13 Nov 2002 13:30 PST
Apologies for being off line a couple of days.
While the information about pitching clients is useful (thanks), it's
not precisely what I had asked for. I was hoping to get some insight
on how to best pitch a story idea about our company to a member of the
press (print or broadcast media). My understanding is that business
editors are inundated with press releases and other promotional spam
from publicity seeking companies. What are the best strategies to
approach an editor? What do they look for in a story, and what do they
avoid? What is the difference between pitching a compelling story and
being considered a pest that should be avoided?
|
Clarification of Answer by
journalist-ga
on
13 Nov 2002 17:26 PST
Thanks for the clarification. I confused pitching to customers with
pitching to editors.
Regarding pitching a story to a reporter or editor when you are not a
journalist, I located a short yet informative article at
http://www.charactercounts.org/media5.htm. On the same site was a
very informative article about planning a press conference
(http://www.charactercounts.org/media1.htm) and , as a former
reporter, I can attest to the fact that if you chose to have your
press conference as a reception with refreshments or as a luncheon,
this will insure a better attendence from the press. They are a
hungry bunch in more ways than one. lol
The same site had yet another great article about op-ed pieces.
Op-eds are accepted by trade magazines as well. The article at
http://www.charactercounts.org/media2.htm offers good points on that.
In addition, two more links available in the left column of that site
are "Radio and television talk shows" and "Public service
announcements" where more good advice is available for those areas.
Developing a relationship with an editor consists of branding, the
same as in advertising. When you send pieces with a frequency (such
as once a week) and aren't demanding to be published, your name will
become a fixture in the editor's head, and the editor may eventually
contact you with additional ideas. Gifts work, too, as long as they
are not obvious as bribes. Sending two sports tickets with a note of
"Thanks so much for considering my past submissions! I'm sure you get
a lot of them and I appreciate your consideration." Or an invitation
to dinner with the "I'll be in Chicago speaking at a symposium and
would enjoy taking you and your husband/wife to dinner to thank you
for all the considerations you've shown my submissions. "
Only you would know the exact wording of such notes but they do work
sometimes in getting personal attention and developing contacts.
At http://101publicrelations.com/sr26.html there is a synopsis of a
report available for $9 that states it includes:
Why email pitches can be more successful than a phone pitch
The 5 elements of an e-mail pitch
Pitching blunders to avoid
What journalists say they want to see in a good pitch
How to handle news releases when you’re pitching an idea and sending
the release
The best way to follow-up
They also offer four more reports that may interest you:
1. Special Report #7 - How to Write the Perfect Pitch Letter That
Convinces an Editor to Write About You
2. Special Report #8 - Media Kits on a Shoestring: How to Create Them
Without Spending a Bundle
3. Special Report #12 - 52 Tips for Kick-Butt News Releases (and
Bonehead Mistakes to Avoid)
4. Special Report #25 - How to Pitch Reporters Over the Phone and Make
Every Second Count
The site also offers a sign-up for a free newsletter with PR tips.
In an article titled "Here's the Pitch" the author, a PR consultant,
offeres advice on pitching to the media. Located at
http://www.prmadeeasy.com/freeforall/rosspitch.asp, the text begins
"As a public relations consultant, I enjoy speaking to media on a
regular basis from all parts of North America. Recently I pitched a
story to a business reporter in Denver. I introduced myself as Ross
from sunny Vancouver, Canada. He chuckled and made some comment about
Vancouver being in the frozen north and having a lousy hockey team. As
an avid hockey fan, I agreed and commented on the Colorado Avalanche.
We talked about hockey and an upcoming game between the Canucks and
the Avalanche. After five minutes we were laughing like old friends.
When we finally got around to discussing the business story I wanted
him to cover in the Denver Post, my new-found buddy was open to
hearing my pitch and we ended up getting a large business feature and
photo on my client business as a result."
Another media relations firm offers advice on pitching to the media at
http://www.concretehomes.com/promotion/mrmodule/htmfiles/gpitch.htm
and a former newspaper editor, now in marketing, offers advice at
http://business.mainetoday.com/smallbusiness/mmm/0012.shtml
You also might consider bookmarking Media Editor News. Their site
offers an article "Magazine Editor Pitching Tips, Pt. I - Be aware of
lead times and sections covered before pitching magazine editors" by
Jennifer Tempe located at
http://www.bacons.com/prmedianews/prmn/trendwatch/trendwatch.asp
A great article, "Cultivating relationships with reporters," is
located at http://www.spinproject.org/resources/reporters/pitching.php3
Wired News offers its pitching guidelines at
http://www.wired.com/news/pitching/ It is mainly for reporters but
the page also offers their PR contacts which you may find very
helpful.
Other links covering the pitching are:
Creating Working media Lists
http://216.239.53.100/search?q=cache:UwRjnopmMlgC:www.familiesusa.org/December%25201998%2520ImPRESSive.pdf+pitching+a+story+to+an+editor&hl=en&ie=UTF-8
(PDF link at http://www.familiesusa.org/December%201998%20ImPRESSive.pdf)
Interacting with media and pitching a story
http://www.4spe.org/trainingeducation/talk/action_guide/mediarelations.html
Tips on publicizing a speaking engagement
http://www.unc.edu/depts/uncspeak/level_2/publicity.html
Publicizing Your Programs: Using the Media Effectively
http://www.siu.edu/offices/iii/gs_pr.html
Increasing visibility by working with local media (tips apply to a
wider area)
http://216.239.53.100/search?q=cache:I4TkfupCMLAC:www.bikelink.com/Selling%2520Bike%2520to%2520Work%2520Day%2520to%2520the%2520Local%2520Media.pdf+pitching+a+story+to+an+editor&hl=en&ie=UTF-8
Digital Editor pitching guidelines
"In addition to staff-written features, Digital Editor.com also
accepts by-line articles written by knowledgeable industry experts."
http://www.digitaleditor.com/pub_info.html
Successful media strategies
http://www.infocomgroup.com/webzine/media_strategies.html
Successful Media Relations - Ten things you should know
http://aboutpublicrelations.net/ucpotvinb.htm
SUCCESSFUL MEDIA RELATIONS IS A TWO-WAY STREET
http://www.traverscollins.com/news/speechpf.html
A guidebook offered here for media relations
http://www.spinproject.org/resources/spinworks.php3
see "Step Two -- Learn how to "pitch" stories to journalists"
http://www.causecommunications.com/diy/getnewscoverage.html
Should you need further clarification or additional research before
rating, please request it and I will be happy to continue research for
you. :)
SEARCH PHRASES:
pitching a story to an editor
pitching a story to a reporter
pitching a story idea media editor
pitching successful media
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